Company Description:
Bulrushed Books, a thriving used textbook store, faced a significant challenge. Despite having tens of thousands of customers purchasing their books through Amazon, they lacked direct contact with their customers. The goal was to create a dedicated website that not only sold books but also gathered user contact information, enhancing customer engagement and loyalty.
Problem:
Bulrushed Books needed a way to establish direct communication with their customers. The existing sales channel on Amazon did not allow them to gather user contact information, which limited their ability to build lasting relationships and market directly to their customers.
My Role
As the lead UX designer for this project, I was responsible for the overall design and user experience of the website. I oversaw the work of one junior UX designer and maintained regular communication with an in-house operations manager. My primary tasks included:
- Understanding and meeting stakeholder needs.
- Creating a smooth, engaging, and charming design.
- Ensuring the final product reflected the essence of a traditional bookstore.
Target Audience
The target audience was straightforward: anyone who bought books from Bulrushed Books. This included a wide range of users, from students purchasing textbooks to book enthusiasts seeking unique finds.
Bringing the Charm of a Traditional Used Bookstore Online
Introduction
Have you ever noticed how boring an online bookstore can be compared to the vibrant, welcoming atmosphere of a traditional bookstore? We aimed to bridge this gap by creating an online experience that captures the charm and nostalgia of a real bookstore.
What was missing in the online bookstore experience:
Since we did not know who our current users were, we chatted with used book enthusiasts. Their insights were invaluable in shaping the direction of the design. Here are some of those insights.
Clearly a missing element in the online book store experience was the visual appeal, the smells, the isles, the overall quiet charm of a small local bookstore.
We designed the website with a layout that encourages leisurely browsing but sparked an attitude of discovery by implementing an unexpected reverse scroll. This included B roll of bookshelves passing by, process videos purposefully slowed down, and lots of short videos capturing the joy and ‘quirkiness’ of Bulrushed.
Another element missing from online bookstores were the staff picks and book reviews you can get in-store. So, We introduced a book quiz that recommends a specific book according to the user's personality, preferences and literary taste.
To bring more human interaction to the site, we incorporated a blog section featuring book reviews, staff picks, and literary discussions. This not only added valuable content but also created a sense of community and connection.
Bulrushed had already curated a lot of interest in how they restored books by posting process videos on social media so naturally, we added process videos that showcase the journey of a book from acquisition to sale. This transparency helped build trust and engagement with the users.
By integrating these user insights, we ensured that the website was not just a platform for selling books but a delightful, engaging experience that resonated with our audience. This user-focused approach guided every design decision, resulting in a site that truly captures the charm of a traditional bookstore.
Concept Development
We conceptualized various interactive elements to make the website engaging:
- Quizzes to recommend books based on user preferences.
- Blogs featuring book reviews, interviews, and literary discussions.
- Process videos showcasing how books are selected and cared for before reaching the customer.
Gathering Emails
By the time we handed over the final design to Bulrushed Books' in-house team, the website featured eight unique call-to-actions (CTAs) to encourage users to sign up:
3 quizzes tailored to different interests.
2 interactive games related to books and reading.
3 newsletter sign-ups offering exclusive content and updates.
Unfortunately, since the handover, many of these CTAs have been removed. The in-house team at Bulrushed Books decided not to maintain the quizzes and games. However, the foundational design remains, and there is always the potential for these elements to be reinstated and tested for their effectiveness.
Conclusions
"Real Life Ain’t No Bootcamp."
This was my first project working in a professional environment, creating a product for a client while collaborating with their in-house team. The experience highlighted the importance of:
- Effective communication: Clear and consistent communication is crucial to avoid misunderstandings and ensure everyone is on the same page.
- Articulation: Being able to clearly explain design decisions and the rationale behind them helps in gaining stakeholder buy-in.
- Balancing personal preference and good design: Understanding when to prioritize user experience over personal preferences is key to creating a successful product.
(Note: The website no longer holds my original design)
Have Questions.
2023 Case Study
Justin Hatcher